SWOT ANALYSIS
Strength (Strength): There are 7 potential 
strengths of Coca Cola
Highest brand equity: Coca Cola has the 
highest brand equity, and during 2018 they 
were among the 7 most mentioned brands 
worldwide (Badenhausen, 2018).Additionally, they can take 
advantage of the humid climate to enjoy 
Coca Cola drinks as a means to calm 
themselves.THREAT
Direct And Indirect Competition: Although 
Pepsi is a direct competitor to fizzy drinks, 
they have also many other brands which are 
indirect competitors of Coca-Cola such as 
Starbucks, Costa Coffee, Lipton Juice, 
Tropicana And Nescafe which can also 
threaten the market of Coca-Cola.Product diversification: Because Coca Cola 
has low product diversification, this becomes 
influential, where they lag behind Pepsi 
which launched several snack products such 
as Kurkure and Lay (Anik et al., 2020).Scarce sources of raw materials: Scarcity of 
water sources is now increasing, this is one 
thing that Coca Cola will face, because its 
raw material is water and it will be difficult 
to manage its raw materials at cheaper prices 
(Anik et al., 2020).OPPORTUNITY
Introducing new products and diversifying 
its segments: Coca-Cola has a potential 
opportunity to diversify its new products 
through the food and health segments, 
similar to what Pepsi has done, this could add 
opportunities to revenue.Strong distribution channels: Cocacola's 
quality products reach all its markets
including Asia, Europe, Africa etc., they 
have strong and proficient distribution 
channels (Anik et al., 2020).CONCLUSION
In the author's opinion, the marketing mix 
concept and Coca-Cola's partnership strategy 
are the most representative examples of the 
implementation of certain strategies with the 
greatest achievements.Expanded global reach: Coca Cola is sold in 
over 200 countries worldwide allocating 
sales of 9 billion per day to their products.To 
date, it has introduced more than 230 types 
of product variants throughout the world, 
most of them variations of Coca Cola drinks, 
such as Cherry Coca-Cola and Coco Cola 
Vanilla.Economic Factors (Economical), Coca Cola 
products are distributed to hundreds of 
countries.Coca 
Cola has changed and updated the way it 
handles its products by creating new flavors 
to accommodate these customers.Absence in health drinks: Because Coca cola 
is not included in any healthy product, so this 
is a weakness for their product, it is always 
known as an unhealthy drink that can lead to 
obesity.Packaging controversy: Because Coca Cola 
uses plastic for its packaging, they were 
criticized by green peace organizations in 
their report published in 2017.Social factors (Social), Coca Cola distributes 
most of its products in cultural countries.Coca Cola needed 
to respond to this need by creating a product 
that the healthy American public could 
respond to.
Technological factors (Technological), 
Machines have helped Coca Cola produce 
products in better and greater quantities.Legal Factors (Law) Coca Cola retains all 
rights related to its business, including past 
and future products developed using patented 
processes.Strong marketing and advertising strategies: 
Coca Cola has a very talented marketing 
team creating unique strategies to market 
their brand.Cocacola has 
sponsored global sports such as the 
Olympics, FIFA World Cup, etc.For example, during 2007 there were 
rumors spreading about the pesticide content 
in Coca Cola soft drinks.Bottled drinking water: Apart from 
carbonated soda, Coca Cola also has drinking 
water brands, for example Kinley.Political Factors (Politic), Coca Cola 
products are under the authority of the FDA.Accounting, 
taxes, internal marketing, and changes in 
employment laws may affect Coca Cola in 
this way.Coca Cola has a factory in the UK with the 
best machinery to ensure fast delivery times 
and quality product development.These photos 
trend on social media sites like Facebook, 
providing social proof and driving Coca Cola 
sales.Environmental Factors (Environmental), 
Coca Cola is influenced by water 
accessibility.This works well in developing 
countries where Coca Cola has little 
"premium" competition (Frue, 2016).Aggressive competition with Pepsi: Coca 
Cola's biggest rival is pepsi.